Page 64 - TFWA World Exhibition and Conference 2025

INSIDER

In Terminal 4, Dobel
Tequila partnered with
DFS for a sampling
activation outside the duty
free store location and the
concourse.

Dobel Tequila celebrates US Open sponsorship with New York JFK

takeover – across all terminals

As the ‘Official Tequila’ of the US Tequila bottle sold (while stocks last). The had a Dobel Tequila cash-wrap graphic and
Open, Dobel Tequila celebrated its US Huichol caps are a handcrafted tribute to tasting week promotion; in T7 DFA ran a
Open sponsorship with activations across the artistry behind the Dobel 50 Cristalino Dobel Tequila tasting bar and high profile
all terminals at New York JFK Airport Tequila. Each decorative bead is placed in-store HPP; while in T8, Avolta ran a
for the month of August. The high-profile by Mexican Huichol artisans using time- Dobel Tequila tasting week promotion in
promotions were in partnership with honored techniques. September.
multiple travel retailers. The activation in T4 also included “Dobel Tequila has been the official
In Terminal 4, an eye-catching a gamified element: visitors could try an tequila sponsor for the US Open since 2023
sampling activation in partnership with interactive tennis themed game where they and brand awareness for the tournament
DFS was positioned outside its duty free throw tennis balls into mounted racquets association has grown significantly year on
store location on the concourse. The that light up when they score points. Over year. It continues to be a very successful
Dobel Tequila promotion offered tastings 150 points qualifies for complimentary partnership and drives sales in high-profile
for premium tequilas, Dobel Diamante Dobel US Open branded chocolates. duty free locations, especially New York,”
Cristalino Tequila and Dobel 50 Cristalino Dobel Tequila’s New York JFK said Roy Summers, head of GTR for Dobel
Tequila. There was a gift with purchase of Airport takeover continued in other owner Proximo Spirits.
a branded Dobel Tequila tote bag or custom terminals with three further duty free “With our JFK Airport takeover, the
Huichol cap for every Dobel 50 Cristalino partner activations: at T1 and T5, IShoppes branding opportunity for Dobel Tequila is
huge. This campaign is our biggest yet, and
it’s a great fit for New York’s international
visitors for the tournament run. We have
several retailer activations in place at
multiple terminals to coincide with the US
Open buzz and ensure this Dobel Tequila
campaign reaches as many travelers as
possible,” he added.
For tennis and tequila fans traveling
from London Heathrow to New York
for the tournament, Proximo Spirits also
partnered with Avolta for a Dobel Tequila
activation at T5. A tasting bar offering
sampling for Dobel 50 Cristalino Tequila
and GWP offer was open for early risers,
5am to 11am.
Outside the airport in billboards in
New York, Dobel Tequila’s ad campaign
features top seeded tennis stars and brand
ambassadors, Taylor Fritz and Aryna
Sabalenka (US Open Women’s Champion
In Terminal 7, Dobel Tequila partnered with DFA at its tasting bar and an in-store HPP. 2024) pictured alongside the Dobel Tequila
Ace Paloma cocktail.
October 2025 64